Stores are specifically targeting different age demographics, and found these are what consumers want out of their shopping experiences:
1. MILLENNIALS: Price and value are the most important factores for this group, and more than 71 percent of 25 to 34 year olds use their smartphone to look up product information while shopping in stores. "They also recognize the importance of both functional and emotional aspects of the shopping experience; both are represented in where and how they decide to shop," the report found.
2. BABY BOOMERS: About 20 percent of all baby boomers want personalized offers through their mobile device, according to the report. Boomers place value on the functional attributes when they decide whether to buy an item or not. Boomers want to shop at retailers that give them: reliability, product quality, value for the money they've spent and a store that allows them to stay on budget.
3. Gen X: Generation X, those born roughly between the early 1960s to the early 1980s, are described as the "on-the-go generation," and they want to see clear value for what they buy this holiday season. They are most likely to buy products that will make their busy lives even easier. About 40 percent of Gen Xers say a fast checkout is a key factor in where they'll shop this holiday season.